3 Facts You Should Know About Pay-Per-Click Marketing

shutterstock_129272279You’ve seen pay-per-click marketing already. When you search a term on Google or another search engine, you see those little ads that are somehow exactly what you’ve been looking for. It isn’t magic. It is marketing targeted at you based on the keywords you are using. If you are considering pay-per-click marketing for your community association, check out these three facts.

Pay-Per-Click Marketing Works

Pay-per-click marketing is a great idea because it actually works. In fact, people are more likely to click on paid search ads more often than other types of digital advertising. One reason it works so well is that it targets people who are already interested in what you’re selling, and they are people who are actively looking to buy. For example, if you just bombard random people with ads for your community, how do you know those people are even looking to purchase a home? However, your pay-per-click marketing campaign only targets people who are looking at homes for sale in your area.

There’s a Lot of Legwork

Pay-per-click marketing does require some legwork before you get started. Search engines require search terms (keywords) to find sites, which is the same way pay-per-click marketing works. More importantly, you have to choose the keywords that are relevant to your product. For example, you wouldn’t want to attach your campaign to keywords regarding clothing because you aren’t selling clothes. When choosing keywords, you have to think like buyers. Use the relevant terms they would use most often. However, don’t stop there, also include long-tail keywords, which are more specific and less common, such as “condo near the lake that allows big dogs.”

It’s an Ongoing Process

Once you craft your campaign and choose your keywords, you aren’t done. You need to regularly manage your pay-per-click campaigns to keep them relevant. New search terms may become more popular, so you’ll need to occasionally add new words. You should also examine which search terms aren’t working, so you can stop wasting money on them. Make sure to also refine your landing pages so they mesh better with what people are looking for. If your keywords are about activities in the community, link to a page about activities within your community, so people don’t have to keep searching.

Pay-per-click marketing is a great way to find and attract potential buyers, but you do have to manage the campaigns by coming up with good search terms. With the right keywords, you don’t have to find buyers because they’ll find you.

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